Handheld mobile devices are now an essential part of our daily routine. Some research groups estimate that over 16 billion mobile devices will be in use by the year 2020. It is no surprise, then, that most businesses have invested in mobile responsive webpages.
Though mobile friendly websites do create a better viewing experience for users interacting with your brand on their mobile device, a responsive webpage is not enough to truly take advantage of the potential of today’s mobile market. This is because most of the time we spend on our phones is spent in apps, not browsers. To be exact, researchers have found that this translates to 80-90% of our mobile media time being spent within apps.
Why do mobile apps account for so much more of our mobile time? Because mobile responsive websites do little to actually enhance customer experience. These websites are only altered in appearance and format to better fit the screen of a mobile device. Mobile apps, on the other hand:
Increase Efficiency and Ease of Access
Seconds and minutes matter, not just for figure skaters and sprinters, but also for smartphone users (aka almost everyone). In a world addicted to increasing productivity, apps help us complete tasks–from buying products to scheduling appointments to chatting with friends–more quickly. Regardless of your company’s industry, if your customers can access your brand quickly and easily, you’ll see a boost in customer loyalty and an increase in revenue, plain and simple. Case in point: 25 of the top 30 retailers in the U.S. opted to develop mobile apps, pushing mobile retail revenue from $6 billion to $31 billion over a period of 5 years, according to a report by Forrester.
Your mobile app icon serves as a constant reminder of your brand. Unlike a mobile webpage, which is only visible until a new web address is typed in, the mobile app can allow for a long-lasting relationship with between the customer and your business. Push notifications are yet another way of increasing visibility and encouraging engagement. Business Insider revealed that users’ monthly usage increased by 53% when push notifications were enabled.
Provide Users with a Personalized Experience
Unlike a basic mobile website, apps allow you to create personal experiences for your customers based on their behavior history–customized product offers, content, marketing messages, etc. Personalization drives engagement, and engagement drives sales. In fact, one study found that personalized push notifications can increase open rates up to 800%.
Overall, mobile apps are able to deliver additional features and an interactive capability ensuring a positive experience for your customers.